How to increase the conversion rate of the checkout process
: the case of Mercadão

  • João Miguel Teixeira de Carvalho (Student)

Student thesis: Master's Thesis


Online shopping has become increasingly popular in recent years, with more and more consumers turning to e-commerce platforms to purchase goods and services. However, the success of an online business is heavily dependent on its ability to convert website visitors into paying customers, and one of the most critical metrics for measuring this is the online checkout conversion rate. There are many factors that can impact the conversion rate of an online checkout process, including the design and simplicity of the checkout procedure, the clarity of product information and pricing, the security of the website, and the availability of customer support. For this reason, many online businesses, including Mercadão, are investing in improving their checkout process to reduce abandonment rates and increase sales. This master thesis is based on an internship I completed at Mercadão, which was the focus of the study. The main objective of the internship was to analyze the best strategies, in terms of design and business, for improving the online checkout process in order to reduce the rate of checkout abandonment. The study aimed to analyze the checkout processes of competitors, identify, and create personas that represented the target audience of Mercadão, and recommend solutions to increase the conversion rate of the checkout process. The case-study methodology was used as the primary method of research for this study. This approach allowed for the in-depth examination of the online checkout process of Mercadão and its competitors, as well as the collection and analysis of data from surveys and interviews with users. The methodology was also useful in identifying key factors that affect the checkout conversion rate, such as the simplicity of the checkout process, comprehensibility of product data and pricing, website security, and the availability of customer assistance.
Date of Award6 Jul 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCarla Martins (Supervisor)


  • E-consumer behavior
  • Online checkout
  • Shopping cart abandonment
  • Conversion rate optimization


  • Mestrado em Marketing

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